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Peroni breaks launch campaign in Toronto

Italian beer company Peroni has begun a launch campaign for its brand in Toronto. On Oct. 10, a storefront display was installed in downtown Toronto. The window of the store features a bottle of Peroni beer on a pedestal and a retro-style refrigerator. A red rope across the door prevents consumers from entering. Similar executions have been conducted in London, Sydney and San Francisco. The company has also become the exclusive beer sponsor of L'Oreal Fashion Week. The launch campaign, developed by PHD Canada, will continue with out-of-home executions in Toronto and Vancouver. Titan Worldwide handled the execution of the storefront. "Emporio Peroni has been executed all over the world, and we had the opportunity to pioneer it for Toronto," said Vanessa Porter, account manager at PHD.